Improve the ROI of Your Drupal Site

Companies are seeing lower success rates on social media and diminishing conversion rates on the web - a trend that has put us all, especially content marketers, in the position to prove the ROI or
…

Companies are seeing lower success rates on social media and diminishing conversion rates on the web - a trend that has put us all, especially content marketers, in the position to prove the ROI or face severe fiscal cuts.

In this presentation, Sr. Digital Strategist Dawn Borglund will discuss the following challenges that we’re facing as a community and how it relates to content marketing on our websites, social media, and email:
-How do I increase conversions?
-Why are my traditional tactics (Facebook posts, blogs, link building, SEO etc) no longer working?
-How do I reach a larger or more targeted audience?
-How do I find a balance between personable content and advertising?
-What metrics should I show my boss to prove long term ROI for my Drupal website?
-What Drupal tools can I use to help me get there?

Transcript

3.
A little about my history
● Senior project manager for Mediacurrent where I led
large scale technical projects
● Brand manager for Drupal advertising agency
● Graduate and undergraduate professor of digital
media, marketing, and transmedia storytelling for
UCF
● Director and producer for international broadcasts
● Online story consultation testing for Halloween Horror
Nights / Universal Studios Orlando, Institute for
Simulation and Training, and Media Convergence Lab.
● Presented at several conferences and lead
workshops nationwide. Recently presented at

6.
● Why is content marketing important?
● How do I increase conversions?
● Why are my traditional tactics no
longer working?
● How do I reach a larger audience?
● How do I find a balance between
advertising and social content?
● What Drupal tools can I use to help me
get there?
● What metrics prove long term ROI for
my Drupal website?
@Mediacurrent
Agenda

25.
Take Aways:
● There needs to be a stronger focus on content
distribution as well as content generation.
● You have to deeply consider new platforms
and weigh the pros/cons before jumping in.
● If your intention is to provide valuable,
interesting information to users, then you
can live through the storms.
@Mediacurrent

28.
Going viral to build an audience
● You could leave it up to chance or you could make very deliberate plans:
○ Make your product easy to share
○ Ensure that it’s worth sharing. Must answer “What’s in it for me?”
● Focus on early adopters before the mass market. At least at first.
○ What are their interests and where do they frequent?
@Mediacurrent

29.
Reasons to believe
and share
● Customers got really great deals
● Inviting your friends via social media to
get your deal meant you could get your
deal for free
@Mediacurrent

40.
Quote
All things being equal, people will do business
with people they know, like and trust.
All things being unequal, people will STILL do
business with people they know like and trust.
~Jeffrey Gitomer, author of Little Red Book of Selling
@Mediacurrent

41.
What Drupal tools can I use to help me
reach my goals?
@Mediacurrent